Shark

Challenge

The holiday season is challenging enough for the leading vacuum brands—there is a very short window to clean up the most fourth-quarter sales. But Shark faced an even bigger hurdle—Dyson was outspending Shark on the media front four to one.

Approach

Marketsmith put its proprietary, patented planning tool i.Predictus to work, analyzing every single media placement to understand exactly how each media opportunity was performing. Then, i.Predictus and the Marketsmith planners were able to optimize spending by strategically reworking the placements throughout the holiday season.

Results

Due to our precise optimization planning, Shark not only swept up 28% more revenue over the period it did so while actually spending 21% less, proving that it’s not how much money you spend at the holidays that counts, but how wisely you spend it.